WILMINGTON — Despite the promise of a 10-year anniversary rebranding last year from Cape Fear Public Utility Authority to simply Cape Fear Water, plans have apparently stalled and no new name is expected for the utility anytime soon.
According to CFPUA spokesman Vaughn Hagerty, it’s possible the utility will revisit the name change in the future, but for now, it’s business as usual.
“This is not something we’re considering right now. It could we’ll revisit it in the future, but CFPUA is focused on other priorities for our customers, such as the upgrades at Sweeney Water Treatment Plant,” he said.
But at the beginning of 2018, CFPUA announced its intentions to rebrand to “ensure that the company is a ‘water provider that people trust.'”
Related: New name, same service: CFPUA rebranding itself to celebrate 10-years
Hagerty would not elaborate as to why the name change did not happen except to say the company was focused on other priorities.
The news of the proposed name change came after news broke of GenX being found in CFPUA water supplies, but the spokeswoman for the utility provider at the time assured Port City Daily the name change had nothing to do with any negative press or scrutiny facing CFPUA.
“A rebrand is not just about a new logo or name. It is much bigger than that – it is about looking at how we provide services to our customers in the most efficient, cost-effective, and friendly manner. It is a mental model for how the organization ‘does business,’” then-spokeswoman Peg Hall Williams said at the time.
At the time, CFPUA said the cost of the rebranding would be “minimal” with the redesign handled largely internally. CFPUA said the roll-out of new vehicle decals, uniforms, and printed material “would be done incrementally as contracts expire and supplies are replaced.”
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